SXSW is always an energizing experience—a melting pot of creativity, technology and collaboration where some of the most meaningful conversations happen in the most unexpected ways. This year was no different. Over three whirlwind days in Austin, I had the opportunity to speak on two thought-provoking panels, engage in insightful discussions with industry leaders, and immerse myself in groundbreaking activations that showcased the future of gaming, AI and immersive storytelling.
Gaming & Immersive Tech: The Future of Engagement
My SXSW kicked off on Sunday with the panel “Pixels to Reality: How Gaming Is Transforming Our World.” I joined industry leaders from dentsu, Roblox and Galderma to explore how gaming is shaping culture, creativity and brand engagement. I walked the audience through the design and development of Love, Your Mind World—the first-ever nonprofit experience on Roblox aimed at supporting teen mental health.
Gamified immersive worlds are more than entertainment—they are powerful platforms for impact. Research shows that 72% of Roblox users aged 13-17 believe mental well-being is important, yet more than half feel they lack the knowledge to manage it. This insight drove the development of Love, Your Mind World, which provides an engaging and expert-vetted way for teens to build emotional resilience through interactive gameplay.
One of the most exciting aspects of immersive experiences is the way they extend beyond the moment itself. Whether it’s Roblox users creating YouTube content around their favorite worlds or exhibit visitors sharing content from an exhibition on social media, the buzz happens outside the experience itself. This organic amplification not only increases reach but also deepens engagement, turning audiences into active participants in a brand or cause’s story.
Later in the conference, I attended the panel “Reshaping the Future of Immersive Exhibitions,” where industry leaders from MK2, Lightroom and Kinetic Energy Entertainment discussed how these experiences are reshaping the way people interact with content. Elisha Karmitz from MK2 summed it up best:
“It’s not the amount of money people are spending, it’s about the amount of time. We are in the attention economy, and time is meaningful. You first need to get them in.”
This resonated deeply, especially in the context of gaming and virtual worlds. Whether it’s a Roblox experience, a brand activation or a traveling exhibition, immersive storytelling is redefining how we engage audiences—and in many cases, making a greater impact than traditional marketing methods.
The highlight of my conference was the Dreamachine, which made its U.S. premiere at SXSW. As someone who meditates daily, I was intrigued by this multisensory experience that uses light and sound to generate vivid imagery in your mind—all with your eyes closed. Every participant saw something unique, making it deeply personally yet universally transformative. In the UK, Dreamachine is already being used as a therapeutic tool, and I walked away convinced that this kind of technology has massive potential for mental well-being.
AI & Creativity: Responsible Best Practices and the Power of Deepfakes
On Monday morning, I joined Google, Creative Theory Agency and Partnership on AI for the panel “Safe Prompting: Emerging Gen AI Best Practices for Creatives.” The room was packed, proving just how much people want to lean into AI while ensuring its responsible use.
I shared insights from the Ad Council’s listening tours, where we met with agency and talent partners to understand how they were integrating AI into their creative workflows. A common theme that emerged was the importance of specific prompting, applying ethical checks and approaching AI as an iterative tool rather than a one-and-done solution. AI models perform best when given clear goals, proper context and have human oversight. However, it’s just as critical to prioritize transparency when AI has significantly altered content. As an example, if AI enhances an image of space to make stars clearer, the essence of the image remains unchanged. But if AI generates an image of an astronaut walking on the moon without a helmet, that fundamentally distorts reality—and should be disclosed to the audiences viewing it.
Beyond our panel, AI in creative production was a recurring theme across SXSW. At the SoDA Talks, Dustin Califf, President from Tool of North America shared a striking takeaway: his agency is currently working on three commercial productions where 80% of the content is AI-generated. This represents a drastic shift from just a year ago and underscores how quickly AI is transforming creative workflows—especially in narrative-driven storytelling.
However, as AI adoption accelerates, so do concerns around deepfakes and misinformation. I met with Justin Durazzo from Accenture, who was the brains behind their deepfake activation, “Meet Your Digital Maker.” He walked me through how the exhibit showcased both the power and perils of AI-generated content.
At the activation, attendees watched themselves transformed into deepfakes—appearing in a faked surveillance video stealing a package or arguing in a café. The activation drove home the point that deepfake technology is advancing at an alarming rate, making AI literacy and public education more critical than ever.
The key takeaway? AI is an incredible creative tool, but without transparency, ethical safeguards and proper education, it can also be dangerous. As we move forward, it’s essential that both brands and individuals understand how to use AI responsibly—and how to protect themselves from its potential harms.
The Magic of SXSW: Serendipitous Connections
Beyond the scheduled panels, activations and formal meetings, some of the most impactful moments at SXSW happened spontaneously. A quick drink with Nic Hill from Sawhorse led to invaluable insights on our Roblox activation strategy. A spontaneous chat with Phil Sage from PepsiCo sparked new ideas on brand storytelling. And an impromptu conversation with Sami Spelter, founder of the Form & Transform podcast, revealed a potential new collaboration in the mental health space.
Other memorable moments included meeting our Love, Your Mind World partners after months of collaboration. I had the pleasure of meeting Michael Marsico, the talented young developer behind Track & Field: Infinite, who significantly contributed to driving traffic to our Love, Your Mind World by creating a custom one-way portal. Additionally, I connected with Charles Hambro and Megan Cheong from GEEIQ, who are generously donating their measurement services to help us understand the impact of our world.
SXSW also served as a reminder of the importance of connecting with colleagues. Conferences aren’t just about external partnerships—they’re an opportunity to bond with teammates and catch up on their work. At these fast paced conferences, it’s so important to make time for these internal connections which strengthens collaboration.
SXSW thrives on these serendipitous encounters. While planned programming is important, some of the best insights and opportunities come from unexpected conversations over coffee, at a happy hour or in the few minutes before or after a panel discussion.
SXSW 2025 - Final Takeaways
SXSW 2025 reinforced a few key themes that will shape the future of marketing, media and technology:
- Gaming and immersive tech are redefining engagement. Whether through interactive brand activations, gaming worlds or live exhibitions, immersive storytelling is proving to be one of the most effective ways to capture attention and create meaningful experiences.
- Generative AI is revolutionizing creative workflows—but responsibility is key. The best results come from following prompting best practices, ensuring human oversight, and prioritizing transparency when content is significantly altered. AI should be a collaborator, not a replacement.
- AI literacy is more critical than ever. As deepfake technology becomes more advanced, educating the public on misinformation, media literacy and ethical AI use is essential.
- Serendipitous encounters often lead to the best ideas. Some of the most valuable connections at SXSW weren’t planned—they happened through quick conversations, chance meetings and catching up with colleagues. Conferences are as much about relationship-building as they are about learning.
As I leave Austin, I’m energized by the innovation, collaboration and creativity that SXSW continues to cultivate. The intersection of technology and impact has never been more exciting, and I can’t wait to see how these conversations evolve in the months ahead.
Until next time, SXSW!